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A Real Difference

A Real Difference. 2007 Direct Mail Fund Drive. Background. GCCF Foundation established in 2005 2 nd year for direct mail fund drive Same timing = October mailing Same type of materials in mailing: Letter Donation form (reply device) Brochure Pre-addressed return envelope. Goals.

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A Real Difference

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  1. A Real Difference 2007 Direct Mail Fund Drive

  2. Background • GCCF Foundation established in 2005 • 2nd year for direct mail fund drive • Same timing = October mailing • Same type of materials in mailing: • Letter • Donation form (reply device) • Brochure • Pre-addressed return envelope 2

  3. Goals • General goals for 2007 fund drive: • Build endowment $ • Build donor base #’s • Achieve similar “net” as 2006 Donations “in” endowment exceed costs “out” of pass-through 3

  4. Tactics • Measurable goals • New target • New message • Reinforced message • Team coordination = MADE A REAL DIFFERENCE EXCEEDED GOALS! 4

  5. Measurable Goals Set realistic goals based on last year results 5

  6. Results as of 11/30/07 6

  7. Results as of 1/22/08 7

  8. New Target Last Year: • Board members = 34 • list of HH’s $100k+ = 399 Total = 433 HH’s This Year: • Past donors = 70 (incl. Board Members) • Board Members = 21 Total = 600 HH’s • list of “charitable” donors = 509 8

  9. Charitable Donors List from infoUSA.com • Consumer database • lifestyle variable = charitable donors ( “ever donated”) • 890 HH’s of 3916 HH’s in Greene Co. • Cost = $178 • Income disbursed: HHI Charitable Total Greene Co. <$59k 64% 71% $60-99K 25% 20% $100k+ 11% 9% • receive instantly via email • Only 509 names used! 9

  10. Results by Donor • $910 from $178 charitable donor list • 30 new donors (7+21+2) 1 2 *includes Board Members 10

  11. New Message Last Year: • Tax benefit appeal • “Two ways to decrease the tax you owe with just one donation” • Tax credit hard to explain • Deduction in 2006 but credit in 2007 • Donate to one of funds listed • Most likely confusing… 11

  12. New Message (cont.) This Year: • Two-pronged emotional appeal • Make a real difference • Giving backto your community means giving forward for the FUTURE of Greene County • Emphasized “local” connection of giving • Examples of recent grants awarded per town • 36 board members from across the county • Two versions: past donor & new donor 12

  13. Letter Used pointers from Mal Warwick book, 2001, “How to Write Successful Fundraising Letters” • Greeting (local connection) • “Dear Friend and Neighbor” • Why donate (emotional appeal) • “Would you like to feel the satisfaction of knowing that something you did made a real difference in the lives of the next generation of Greene County families?” 13

  14. Letter (cont.) • Ask for donation • “If yes, then I invite you to join others … through a donation to the Greene County Community Foundation.” • Back-it up (support w/local connection) • Listed examples of grants awarded to across the county “If you’ve seen the renovations made to Grand Junction’s swimming pool, Churdan’s Centennial Building…” 14

  15. Letter (cont.) • How donate • Listed dollar amounts “…whether it’s $10, $100 or $1000.” • mentioned donation form and return envelope • When donate • Deadline and reason (take advantage of tax credit) • Thank you & closing • GCCF president’s scanned signature in blue ink • Include P.S. • P.S. You can also donate online at … 15

  16. Reinforced Message Repeated message in mailing materials: • donation form • enclosed brochure (board listed by town) • back-of-envelope sealing label: Make a real difference! OPEN NOW! From your Churdan board members, Lawrence Geisler, John Hunt, Julie Towers 16

  17. Reinforced Message (cont.) Supported message with: • Press release reminders in local papers • One week before mailing • Two weeks before deadline • Email to board members for donations • Special newspaper column in local papers • Week of deadline • “Thank You” letter from GCCF president • Included tax credit application form with GCCF return address 17

  18. Team Coordination • Met to determine approach and tactics • review pointers in fundraising letter book • back-of-envelope label • “localize” message • mention smaller donation amounts • stamps purchased from every Post Office in county • Met to delegate tasks • Tasks listed • Target dates for completion • Task assigned • Email updates & reminders 18

  19. Summary • General goals for 2007 fund drive: • Build endowment $ 4 x goal in 2 months! Approx. $10,000 total! • Build donor base #’s 30 new donors! • Achieve similar “net” as 2006 Donations well exceeded cost of mailing! 19

  20. Summary New tactics = MADE A REAL DIFFERENCE! CVC Award = Will help to make a difference again! Thank You! 20

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